Nov. 20, 2025—Yellowcross Healthcare Commerce has released Practicing in the Cloud: Building, Scaling, and Optimizing B2B Enterprise Telemedicine Ventures, a 680-page strategic guide for healthcare executives navigating B2B telemedicine transformation.
The company will showcase the book and its practice management services at RSNA 2025 in Chicago at Booth 6501 (North Hall, McCormick Place), Nov. 30- Dec. 3.
With the global healthcare cloud market projected to reach $120.6 billion by 2029 (17.5% CAGR), telemedicine has become mission-critical infrastructure. Yet 73% of ventures still fail within three years. Author Robb Vaules, who spent 23 years building teleradiology operations at companies including vRad and NightHawk Radiology Services, addresses this paradox with operational frameworks, financial models, and strategic patterns that separate market leaders from failed experiments.
"Too many physicians fail at telemedicine for preventable reasons," says Vaules, founder of Yellowcross Healthcare Commerce. "They focus on clinical excellence but neglect enterprise fundamentals—the frameworks, warnings, and shortcuts I wish someone had given me $50 million ago."
Vaules will be available at Yellowcross Healthcare Commerce booth at RSNA 2025 to discuss the book, sign copies and evaluate practice transformation opportunities.
RSNA attendees can receive complimentary strategic assessments for practices exploring B2B telemedicine expansion. Limited signed copies and executive summaries will be available at Booth 6501.
Practicing in the Cloud bridges clinical vision and operational execution. It's designed for Chief Medical Officers evaluating digital transformation options, radiologists building coverage networks, hospital administrators assessing vendor relationships, and private equity investors evaluating telemedicine opportunities.
The book delivers:
- Seven capability domains for sustainable enterprise telemedicine: Financial Architecture, Revenue Engineering, Organizational Transformation, Technology Infrastructure, Quality Governance, Strategic Partnerships, and Capital Optimization
- Strategic frameworks for evaluating B2B vs. B2C approaches and determining market entry strategies
- Financial models showing how elite practices maintain 40-55% operating margins on contracts worth $100K-$2M annually
- Cloud architecture blueprints that create 59% cost reduction and 3x scaling capacity
- Implementation roadmaps with specific week-by-week milestones for the first 90 days
- Partnership development protocols for building enterprise relationships that generate compound advantages
- Real case studies including Kaiser Permanente's $4 billion Epic integration and Cleveland Clinic's $3.20 return per dollar invested through cloud and AI convergence
Vaules built, operated, and marketed telemedicine companies before most executives knew what telemedicine was. Over 30 years in advertising, technology, and healthcare—including 23 years transforming teleradiology from experimental concept to standard practice—Robb has seen every mistake, survived every crisis, and learned exactly what separates winners from failures in digital health.
The book features a foreword by Dr. Paul E. Berger, MD, founder and former CEO of NightHawk Radiology Services, who transformed radiology delivery by serving over 1,350 hospitals before the company went public in 2006. Dr. Berger's insights from building one of telemedicine's most successful ventures validate the book's strategic approach.
Practicing in the Cloud is available in paperback format at $150 through major retailers and at www.practicinginthecloud.com. E-book edition will follow in December 2025.
Beyond publishing the book, Yellowcross Healthcare Commerce implements these frameworks for physician groups nationwide. The firm's practice management services — from strategic planning to technology infrastructure to revenue cycle optimization—translate the book's concepts into operational reality for clients.
Yellowcross Healthcare Commerce is a Practice Management Organization (PMO) specializing in the full lifecycle of telemedicine practice development: Practice Strategy and Development, Telemedicine Operations and Workflow Optimization, Financial Management and Payor Contracting, Recruiting, Credentialing and Privileging, Technology Infrastructure, Compliance, Governance and Risk Management, and Business Development and Branding.
For more information on the company, please visit www.yellowcross.com.
December 04, 2025 
